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The Power of 2: AMS + Online Community

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When it comes to data integrity, internal efficiencies, and engagement in association management, you need the Power of 2: AMS + Online Community. Presented by Shaun Holloway from ACUHO-I and Shaun O'Reilly from MemberSuite, this case study shows how an association leverages a vendor partner to relieve data pressure and create a fluid member experience. Originally presented at the Higher Logic SuperForum Conference on November 20, 2019 in Washington, DC.

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The Power of 2: AMS + Online Community

  1. 1. The power of 2: AMS + Online Community = Data Integrity, Internal Efficiencies, and Engagement Shaun Holloway, ACUHO-International Shaun O’Reilly, MemberSuite
  2. 2. Shaun Holloway Snr. Director of IT ACUHO-International The Power of Shaun2 Shaun O’Reilly Vice President, Marketing MemberSuite
  3. 3. Who We Are: ACUHO-I • Trade and Professional Association • 501(c)6 with a 501(c)3 Foundation • 25 Full-time employees • Approximately $6M in annual revenue • 17,000+ members • ~1,000 institutions/corporations • ~10% outside of North America • Inspirer of Automation Dreams • Loves the color green (and orange!) • Data geek • Lives to serve Association of College and University Housing Officers – International
  4. 4. Who We Are: MemberSuite • Provider of engagement solutions for associations and non-profits: • Association Management Software • Event technology • Founded in 2008 • Headquartered in Atlanta, GA • Marketing geek: • 20+ years in marketing roles • Focus on demand generation • Recovering DIYer • Father to two former college football players MemberSuite
  5. 5. Today’s Discussion • The importance of “clean” membership data • Types of member data • How is data used within the organization? • What do we mean by “clean” data • Where does your data live? Overview • Case study: ACUHO-I • Issues that prompted this initiative • Action taken by ACUHO-I • Outcomes • Recommendations
  6. 6. The importance of “clean” membership data
  7. 7. The Power of 2 • Transactional data: • Indicates what members are engaged in • Examples: Member information, event registration, product purchases • Historical data: • Data captured over a span of several years • Helps to understand where your association is going and where it came from Types of Member Data
  8. 8. The Power of 2 • Support strategic and informed decision making: • Improve business operations • More effectively allocate resources • Inform member acquisition and retention strategies: • Creation of an “ideal” member profile • Development of segmented communications • Identification of “at risk” members How is data used within the organization?
  9. 9. The Power of 2 • Create enhanced learning experiences for members: • Drive customized learning experiences • Determine which programs to invest in or cancel • More effectively communicate key concepts to internal stakeholders: • Create data visualizations How is data used within the organization?
  10. 10. The Power of 2 • Data consistency: • Is the data in your system in the same format? • Data completeness: • Is everything you need to know populated in your system(s)? • Data content: • Is your content accurate? • Are you capturing the “right” data? What do we mean by “clean” data?
  11. 11. The Power of 2 • Filing cabinets? • Lack of visibility and insight into the data • Spreadsheets • A step up from filing cabinets but prone to human error • A multitude of separate systems? • Lack of integration between disparate systems requires data to be manually entered in order to ensure it’s available in one place Where does your data live?
  12. 12. •Case Study: ACUHO-I
  13. 13. Setting the Scene…The WTF Moments Old school, decentralized method of community • Lack of voice amplification amongst peers • Lack of affinity with groups and professional competencies
  14. 14. Setting the Scene…The WTF Moments Old school, decentralized method of community • Lack of voice amplification amongst peers • Lack of affinity with groups and professional competencies Limited access to resources • Barriers of time and geography in sharing information • Members can solve member problems
  15. 15. Setting the Scene…The WTF Moments Old school, decentralized method of community • Lack of voice amplification amongst peers • Lack of affinity with groups and professional competencies Limited access to resources • Barriers of time and geography in sharing information • Members can solve member problems Association data - even harder to keep up-to-date than it is now • Data sync between systems didn’t exist • Shadow or silo databases of information
  16. 16. • Data Integrity and Governance is now the focus • Is it really possible to have “clean” data? • System integrations are more important than ever • Members don’t know the difference of what system they are in - IT DOESN’T MATTER TO THEM Setting the Scene…The AHA! Moments What we realized
  17. 17. AMS Online Community
  18. 18. • Increased number and variety of member engagement opportunities • Improved alignment between committee structure and the strategic plan • Improved nimbleness by the association to address issues of importance • Increased informational resources for distinct segments of the membership • Improved processes and resources to facilitate the work of the association The Final Cut… External Outcomes
  19. 19. • Elimination of manual processes in records management • Increased operational efficiencies in keeping information up-to-date • Reduction of data entry errors, promotion of self-service • Improvement in data quality (huge leaps forward) • Improved data hygiene where annual job changes are the norm The Final Cut… INTERNAL Outcomes
  20. 20. Recommendations
  21. 21. 5 Key Takeaways
  22. 22. #1 Know Your Audience
  23. 23. #2 Know Your Systems
  24. 24. #3 Know Your Staff
  25. 25. #4 Know Your Vendors
  26. 26. #5 Love Your Partnership
  27. 27. The power of 2: AMS + Online Community = Data Integrity, Internal Efficiencies, and Engagement Shaun Holloway, ACUHO-International Shaun O’Reilly, MemberSuite

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